US: Mattel reshuffles top execs

Mattel has reshuffled the duties of its top executives in a move to strengthen its position for the second half of the year.

Among the restructure, the firm has named Jean McKenzie as its new head of Fisher-Price division and the Thomas the Tank Engine brand.

The two divisions have been added to her current role of leading Mattel’s American Girl doll business.

Meanwhile, recently appointed president and chief commercial officer Tim Kilpin will run Mattel’s Toy Box division, a unit created last year to blend an entrepreneurial approach into its smaller brands.

In her role, McKenzie will implement a plan to reposition Fisher-Price as a child development company, focusing more on helping babies and toddlers develop skills rather than just entertainment.

“I want to underscore that these new roles and leaders represent the structure and management team that will execute our new strategic priorities and guide Mattel’s transformation going forward,” said Mattel’s Richard Dickson.

The firm behind the likes of Barbie and Fisher-Price will ‘get back on track’ by placing firmer bets on emerging markets, a faster pace of toy development and by focusing more on digital play experiences.